Costello Research Brand Management

  • March 4, 2025

    China’s complicated and colorful e-commerce landscape gives us a sense of how livestream shopping is transforming retail. Si Xie, assistant professor of information systems and operations management, researches this new trend.

  • October 8, 2024

    Not only are retailers failing to retain and redirect business from shuttered physical locations, but their performance elsewhere also suffers as a result.

  • March 9, 2023

    The moment a brand publicizes its good works, it’s at risk of seeming cynical. A Mason professor offers research-based advice on how to generate lasting brand value from sustainability.

  • December 8, 2022

    Marketing professor Tarun Kushwaha’s recent research finds that the effectiveness of brands’ growth strategies can be correlated with the state of the economy. Analyzing 17 years of data on U.K. brands, Kushwaha concludes that brands that prioritize assortment and wider distribution are in the best position to weather the ups and downs of the macroeconomic cycle.